The creative solution was the world’s fist online test drive - a marriage between the virtual and physical worlds. We created a live event in Southern California that people from across the country could control and interact with through a series of live streaming cameras and cutting-edge robotics.

Consumers accessed the car through five live camera feeds positioned within the car and around the course. Once it was their turn to drive, we gave full control over the throttle, the gearbox and the steering wheel. Drivers could manoeuvre the car wherever they liked within the boundaries of the course.

Consumers were able to use Facebook and Twitter to invite friends to ride along with them during their test drives. They could even compare how well they drove on Mitsubishi’s Facebook leader board. This helped the site be passed along as people were drawn to the novelty of the technological first.

For the 10 day event, over 50,000 people signed up to take a test drive. 25% of those who took the online test-drive chose to look for a dealer so they could take a test-drive in person. E-Leads shot up by over 2,000%. We set a Guinness World Record. For the first time in a long time, Mitsubishi was in the news and they couldn’t have been happier. Dodge even produced a national television commercial about it.